A simple change can make a good idea better. Check this out – a newsagent started using the Discount Vouchers facility I have written about here before but theirs BONUS BUCKS.

This is a clever move, one that speaks in more clearly to the customer. The customer can see that they are being given a bonus and that the bonus is bucks … $$$. I reckon that is more meaningful than DISCOUNT VOUCHER.

I’ll try a couple of different names for myself – it’s easy to change on the voucher – and find out what works best with my customers, what they understand more quickly and therefore can engage with more easily.

Seeing the voucher labelled BONUS BUCKS was a reminder of the importance of speaking to our customers in a way they understand, a way that is more likely to guide their engagement. The more we can do this without having to explain what we want them to do the better.

If you think about it, the big retailers we compete with spend considerably explaining their loyalty offer or other promotions. We don;t have the luxury of the big business level of advertising spend. We have to achieve cut through via our actions and processes. hence the importance of what we can something like our discount vouchers.

If you are using discount vouchers or something like it, think about calling it something else. Your software should handle the change easily.

On the use of discount vouchers themselves, we are now a year in and I am prepared to say that in 18 years of owning newsagencies, this is the most financially successful loyalty marketing I have ever seen. Any newsagent can run it.